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They are often based on tradition and are resistant to change.
Although they can both have positive and negative undertone, the latter is much more common.
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Like Oath, our partners may also show you ads that they think match your interests.Even if certain arguments allow to refute a stereotype, people would rather treat it as an exception that proves the rule, than change the way of thinking.Besides, social categorizations can lead to the effect of homogeneity of the foreign group.I would like to focus on this problem by investigating commercials structure; I will also attempt to specify gender stereotypes, which are used in advertising as a persuasion technique.People organize their knowledge about the world around them by sorting and simplifying received information.Through the ages men have been considered to be financial providers, career-focused, assertive and independent, whereas women have been shown as low-position workers, loving wives and mothers, responsible for raising children and doing housework.Nowadays a family model is based rather on a partnership than on patriarchy and women have more rights and possibilities on the labor market.Elliot Aronson, another American psychologist, said that stereotypes are used to attribute the identical features to each member of a certain group without taking the existing differences among the members into consideration (1972).Difficulties in differentiating gender roles in the modern societies can be a perfect example of the negative social effects of using stereotypes.Gay and lesbian couples also deviate from gender stereotypes.While gender stereotyping still holds a strong place in U.